{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,13]],"date-time":"2026-10-13T16:27:50Z","timestamp":1791908870090,"version":"4.3.4"},"reference-count":74,"publisher":"Wiley","issue":"4","license":[{"start":{"date-parts":[[2015,8,27]],"date-time":"2015-08-27T00:00:00Z","timestamp":1440633600000},"content-version":"vor","delay-in-days":26,"URL":"http:\/\/onlinelibrary.wiley.com\/termsAndConditions#vor"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Transfusion Medicine"],"published-print":{"date-parts":[[2015,8]]},"abstract":"<jats:title>SUMMARY<\/jats:title>\n                  <jats:p>\n                    Why do people donate blood? Altruism is the common answer. However, altruism is a complex construct and to answer this question requires a systematic analysis of the insights from the biology, economics and psychology of altruism. I term this the mechanism of altruism (\n                    <jats:styled-content style=\"fixed-case\">MOA<\/jats:styled-content>\n                    ) approach and apply it here for understanding blood donor motivation. The answer also has enormous implications for the type of interventions we choose to adopt as a society. A\n                    <jats:styled-content style=\"fixed-case\">MOA<\/jats:styled-content>\n                    approach so far shows that blood donors are a mixture of (i) warm\u2010glow givers (donation is emotionally rewarding) and (ii) reluctant altruists (cooperate rather than defect when free\u2010riding is high). Donors also show \u2018saintly sinning\u2019 with the extra \u2018moral currency\u2019 form blood donation allowing them to be less generous in other contexts. The\n                    <jats:styled-content style=\"fixed-case\">MOA<\/jats:styled-content>\n                    approach suggests why financial incentives, in terms of gifts\/lottery tickets, are effective and suggests a number of novel interventions for donor recruitment: \u2018voluntary reciprocal altruism\u2019 and \u2018charitable incentivisation\u2019. The MOA approach also highlights the need for an intervention developed specifically for recipients to allow them to show their gratitude to donors and for society to celebrate blood donation. It is suggests a \u2018Monument to Blood Donors\u2019 will achieve this. The approach suggests a number of novel research questions into (i) donor self\u2010selection effects, (ii) conditional cooperation and (iii) construct overlap with Theory of Planned Behaviour (e.g. affective attitudes and warm\u2010glow). The\n                    <jats:styled-content style=\"fixed-case\">MOA<\/jats:styled-content>\n                    offers a powerful way to understand blood donor motivations around altruism and develop theoretically driven interventions.\n                  <\/jats:p>","DOI":"10.1111\/tme.12233","type":"journal-article","created":{"date-parts":[[2015,8,27]],"date-time":"2015-08-27T02:45:47Z","timestamp":1440643547000},"page":"211-226","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":83,"title":["Mechanism of altruism approach to blood donor recruitment and retention: a review and future directions"],"prefix":"10.1111","volume":"25","author":[{"given":"E.","family":"Ferguson","sequence":"first","affiliation":[{"name":"Personality, Social Psychology and Health (PSPH) Group, School of Psychology University of Nottingham Nottingham UK"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2015,8,27]]},"reference":[{"key":"e_1_2_19_2_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10198-013-0496-x"},{"key":"e_1_2_19_3_1","doi-asserted-by":"publisher","DOI":"10.1037\/0278-6133.27.3.379"},{"key":"e_1_2_19_4_1","doi-asserted-by":"publisher","DOI":"10.2307\/2234133"},{"key":"e_1_2_19_5_1","doi-asserted-by":"publisher","DOI":"10.1111\/trf.12216"},{"key":"e_1_2_19_6_1","doi-asserted-by":"publisher","DOI":"10.1037\/a0030939"},{"key":"e_1_2_19_7_1","volume-title":"The Altruism Question: Toward a Social\u2010Psychological Answer","author":"Batson C.D.","year":"1991"},{"key":"e_1_2_19_8_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.tmrv.2011.04.005"},{"key":"e_1_2_19_9_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.socscimed.2013.07.022"},{"key":"e_1_2_19_10_1","doi-asserted-by":"publisher","DOI":"10.1111\/maq.12010"},{"key":"e_1_2_19_11_1","doi-asserted-by":"publisher","DOI":"10.1257\/jep.9.2.209"},{"key":"e_1_2_19_12_1","doi-asserted-by":"publisher","DOI":"10.1037\/0022-3514.52.4.749"},{"key":"e_1_2_19_13_1","doi-asserted-by":"publisher","DOI":"10.1037\/0022-3514.74.6.1516"},{"key":"e_1_2_19_14_1","doi-asserted-by":"publisher","DOI":"10.1017\/S026626711000037"},{"key":"e_1_2_19_15_1","doi-asserted-by":"publisher","DOI":"10.1037\/a0028500"},{"key":"e_1_2_19_16_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jpubeco.2007.12.014"},{"key":"e_1_2_19_17_1","doi-asserted-by":"publisher","DOI":"10.1111\/1467-6494.00062"},{"key":"e_1_2_19_18_1","first-page":"346","article-title":"Heritability estimates versus large environmental effects: the IQ paradox resolved","volume":"108","author":"Dickens W.T.","year":"2001","journal-title":"Psychological Bulletin"},{"key":"e_1_2_19_19_1","doi-asserted-by":"publisher","DOI":"10.1037\/0022-3514.88.5.736"},{"key":"e_1_2_19_20_1","doi-asserted-by":"publisher","DOI":"10.1006\/game.1996.0081"},{"key":"e_1_2_19_21_1","doi-asserted-by":"publisher","DOI":"10.1111\/vox.12080"},{"key":"e_1_2_19_22_1","doi-asserted-by":"publisher","DOI":"10.1016\/S1090-5138(04)00005-4"},{"key":"e_1_2_19_23_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.tics.2004.02.007"},{"key":"e_1_2_19_24_1","doi-asserted-by":"publisher","DOI":"10.1162\/003355399556151"},{"key":"e_1_2_19_25_1","doi-asserted-by":"publisher","DOI":"10.1007\/s12110-002-1012-7"},{"key":"e_1_2_19_26_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.2044-8287.1996.tb00510.x"},{"key":"e_1_2_19_27_1","doi-asserted-by":"publisher","DOI":"10.1348\/1359107041557011"},{"key":"e_1_2_19_28_1","doi-asserted-by":"publisher","DOI":"10.1080\/17437199.2010.547985"},{"key":"e_1_2_19_29_1","volume-title":"Positive Clinical Psychology: An Integrative Approach to Studying and Improving Well\u2010being","author":"Ferguson E.","year":"2015"},{"key":"e_1_2_19_30_1","doi-asserted-by":"publisher","DOI":"10.1177\/1359105305051423"},{"key":"e_1_2_19_31_1","doi-asserted-by":"crossref","unstructured":"Ferguson E.&Flynn N. 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